Creating Marketing Copy That Actually Converts
Whether you love writing or wish it would go away, there are methods for creating really good copy, and I am going to teach you one of those today. The kind of copy that wakes up your audience if they are skimming blogs or if they are debating which subject header in their inbox to click on, they will choose you.
We get flooded with new content to explore from every direction. With AI now fully accessible across the market, it adds to information overload. If you are not in the business of writing and marketing, you are probably wondering, “How do you get customers aware of what you offer, buy from you and stay loyal over time?“
Well, I am here to tell you, the age-old secret of those of us who work in marketing know, is that it is all about the audience. In this blog, I am going to break down what this means and how you can get more savvy with your written copy. Knowing your audience and writing to them is literally where it is at.
What “Know Your Audience” Really Means
This is about more than just demographics. That just tells you who someone is on paper, but not why they buy, hesitate, avoid, or commit. Demographics include age, gender, ethnicity, location, education, income and job title. Those are just the starting point, the bare minimum you need to know.
You must understand your audience’s emotional drivers, values, fears, and decision-making (psychographics). Each of us has filters based on experiences we’ve had in life – where we’ve lived, our families, culture and community. This causes us to interpret information and make choices differently from each other.
These include:
- Emotions
- Past experiences
- Self-identity
- Risk tolerance
- Current stress level
- What they are tired of tolerating
In addition, ask yourself questions:
- What are they secretly frustrated by but don’t say publicly?
- What do they fear wasting? (time, money, energy, reputation)
- What do they value more than growth? (peace, sustainability, autonomy)
- How do they make decisions, slowly, intuitively, cautiously, decisively?
From a marketing perspective, there will be some generalizations about your market, but you need to dig deeper than the surface level. It is why it is referred to as knowing your audience, vs. describing your audience.
Why Generic Copy Fails to Convert
If you have been writing copy and are not sure why it isn’t working, be kind to yourself. The fact that you have been building content and getting it out there in the world is a big leap! The following points are here to help you problem solve your copy and keep improving. I’m cheering you on as you grow!
#1. Vague language
Non-specific language doesn’t connect and can feel more like a subtle sales pitch to the reader. These would be phrases such as:
- “I help you grow.”
- “I support your success.”
- “I offer customized solutions.”
Audiences don’t know what those statements actually mean or what you do, and more importantly, if you can solve a problem they are having.
#2. Professional but bland copy
This kind of copy in academic research papers is fine. Digital marketing copy not so much. Why? It feels corporate, distant and performative. Your people want authenticity, not perfection. Use your personality, be yourself, and don’t try and be someone else.
#3. There is a cost to sounding like everyone else
Your audience disappears fast. They are thinking “same old, same old, next!” This isn’t because you aren’t qualified or don’t have great services to offer, but because nothing distinguishes your way of thinking, unique approach or your personality. They are left thinking, “Who understands me without me having to explain everything?”
#4. Your audience needs to feel seen, not sold to
If you are talking about your services, not how it benefits your readers, it is more like show and tell, rather than relationship-building material.
Simply put:
When people feel “sold to,” their guard goes up.
When they feel seen, their guard drops. The goal of good copy isn’t persuasion.
It’s relief: “Oh. This person gets it.”
How Clarifying Your Audience Transforms Your Marketing Copy
When you are clear on your audience, you are clear on how to deliver your message, package and price your offers so that people will buy your services. Writing becomes faster and less emotionally draining, their confidence in your messaging increases, and your copy attracts qualified clients instead of curious browsers that take all the freebies and never buy anything.
When you know:
- Who this is for
- Who it is not for
You stop diluting your message. Your offers become simpler, stronger, and easier to explain.
Simple Ways to Get to Know Your Audience Better
#1. Review what your clients are saying
Listen to the language, words, and length of text. Their words are your best copy. For example, if your audience is a North American corporate executive, you will use more formal, succinct, and to-the-point language. For an audience of elementary school teachers, your language will be more visual, instructive and creative, talking about how children benefit from improved learning and confidence.
Where to look for this information:
- Emails they’ve sent you
- Things they said on discovery calls
- Testimonials
- Social media posts
#2. Identify repeating pain points and desired outcomes
In learning more about your audience, you will see patterns and repetition of core frustrations and hopes for desired outcomes. Reflect and ask yourself:
- What keeps coming up again and again?
- What do they say they’re tired of?
- What outcome feels emotionally relieving to them?
#3. Notice what your best clients care about
They may buy systems or service packages, but what they care about (what motivated them to buy from you) is the results they get:
- Less disorder and chaos
- More trust in themselves
- A business that doesn’t exhaust them
That’s what your copy should speak to.
#4. Ask better questions instead of guessing
Start getting specific by asking good questions that will result in useful information for your marketing. Discovery calls are an excellent time to do this. Examples include:
- “How did you find me?”
- “What made you reach out now?”
- “What have you already tried?”
- “What would ‘working better’ in your business actually feel like?”
Signs Your Copy Is Audience Focused Not Ego-Led
#1. Your audience says: “This sounds like me!”
You are aiming to have your audience feel seen and heard. That is what will keep them reading your content and looking for all the ways they can find more content sources you created. Have you had that experience where you discovered someone online, got curious, then checked out their website, lead magnets, YouTube and other social media? Your audience does the same. Time is precious, and readers want value if they are going to engage with your content.
#2. Your content sparks conversations, not silence
This applies mostly to social media, but conversations can also start in forums, blogs, and discovery calls. If you hear crickets or just a few likes – don’t take it to heart. I’ve seen numerous YouTube videos with significant views, but lower subscriber numbers. People will not always comment or post, especially the shy ones or ones who like anonymity. Make it quick and easy for your audience to respond – a short quiz or survey, a tip with a question, a link to a free event or masterclass.
#3 You stop over-explaining or justifying your work
When you write good, clear, engaging copy, your audience will resonate with it, no further explanation needed. Your job is to keep providing relevant value using your voice. This is where planned, well-organized content through – it walks readers through your content, step by step. This isn’t just about creative copywriting, but organized, structured writing that is easy to follow.
You know your business, your client does not; they are still getting to know you, so make it simple for them. You’re meeting them where they are, not trying to convince them to come closer. AI can help you organize, plan and structure your content, but you need to be the voice.
Conclusion
Knowing your audience means getting curious and digging deeper for information. Ultimately, it is a business growth strategy. When your marketing copy reflects your audience’s wants, your words feel natural, grounded, and persuasive without being pushy. People will buy from you. You don’t need large amounts of repeated content or trendier tactics. You need to be you, authentic and pay attention to the details about your clients. When you write for your audience instead of at them, your copy creates a connection between your expertise and the clients who need it most.
What is one idea from this post that you could try next time you are working on writing your copy?
Struggling to describe what you do in a way that feels clear and confident, and focused on benefits, not services? Reach out for a FREE 20-minute consult with me, and let’s get you started writing copy that connects.
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